INSIGHTS

Pri­vacy is a big issue right across the inter­net. As we’ve all seen, com­pa­nies that fail to take users’ pri­vacy seri­ously do so at their peril.

While many of us are well versed in the cur­rent rules around opt-in for emails and the man­age­ment of PII data, there is now a new set of Euro­pean reg­u­la­tions every­one in mar­ket­ing needs to be aware of. These con­cern the use of cook­ies to iden­tify, track and retar­get cus­tomers. And they will change the way you run your campaigns.

In this new insight paper, we take a look at what the reg­u­la­tions require and what you will need to do to com­ply.

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The web plays a cen­tral role in every­thing we do in mar­ket­ing today. But are you really get­ting the most you can out of it? In this video, we’ll take you through how you can deliver bet­ter results and greater ROI. We focus on where you should invest and where you should pro­ceed with cau­tion. And we high­light how impor­tant it is to think beyond the ini­tial click.

There are many, many cus­tomer seg­men­ta­tions in the world of mar­ket­ing. Typ­i­cally, these involve a chunk of research to deter­mine a set of buyer arche­types. These are often then given names such as ‘big man on cam­pus’, ‘harassed MD’ and ‘dig­i­tal refusenik’.

As an approach, they can be pretty help­ful. They pro­vide a short­hand way of look­ing at an audi­ence – one which enables us to form more tar­geted strate­gies that speak to the real needs of our key targets.

The prob­lem, how­ever, is that typ­i­cally they are sim­ply made up.

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